In 2016, it’s no longer a question of “if” you should do social media marketing, or whether it’s a passing fad with no measurable business outcomes. Nowadays, 92% of marketers in multiple industries consider social media valuable to their business and are integrating social approaches throughout their marketing.

      Baby Boomers and older adults are adopting social media in increasing numbers, with most now using the Internet daily.This is particularly true for those financially qualified for senior living communities and/or able to hire home care agencies.
Are you turning those "Likes" to leads?

Are you turning those “Likes” to leads?

      In fact, the

Pew Research Center reports

    that 90% of Americans age 65+ with annual income over $75,000 are now online via computers, smartphones, and tablets, using the Internet for a wide range of tasks, including researching their senior care options.
      Yet, in a poll taken at

our latest Digital Marketing Academy webinar

    , “Beyond the Like,” we found that nearly 10% of senior care businesses still don’t use social media in their marketing toolkit, and 6% rely on PR or marketing agencies to do it for them. Perhaps they’re overwhelmed or intimidated: social media marketing is always evolving, the algorithms and features of already popular social networks change, and new best practices emerge.
    Perhaps they don’t yet realize how to use social media effectively for their senior care business or how to measure the impact of their efforts. In our latest webinar, we covered the biggest social marketing opportunities for senior care businesses and the results already being delivered for those savvy enough to take advantage of these social strategies:
  • Online Reviews — In the last few years at we’ve noticed a significant shift in how consumers use our online directory. They’re clicking on listings with reviews and skipping those without. The vast majority tells us in surveys that they find consumer reviews very useful to their research of senior care providers. This firsthand feedback provides them insights about what current or former clients like and dislike about the business, and how the listed business may or may not meet their needs as a prospective client. Our social marketing webinar included three specific case studies on how reviews positively impact the bottom line for both senior living communities and home care agencies, and why this strategy should be prioritized in 2016 if not already at the top of the social marketing To Do list.
  • Social Networking/Facebook — It’s time to move from having a profile here and there to truly optimizing your social presence, measuring the effort and prioritizing based on where you’re getting the most ‘bang for your buck’. Among the social networks, Facebook remains a dominant player and its Ad Manager software claims to have potential reach of 51 million U.S. adults age 50+. We discussed several tactics to successfully reach, engage, and convert these folks, and how to move beyond “Likes” or “vanity metrics” to track other business positive outcomes from your Facebook marketing. This includes investing in social ads to realize results faster.
  • Mobile — Last spring we told you about “Mobilegeddon,” which was essentially lots of buzz about Google’s new “mobile-friendly” algorithm that elevated web pages that performed well on mobile and de-prioritized pages that didn’t. This change wasn’t a random event that Google engineers felt like doing one day; it was in direct response to the rise of smartphone usage not only in the U.S. but worldwide. eMarketer forecasts that by the end of 2016, there will be 200 million smartphone users in the U.S. alone. More than half of those age 50-64 will have one, and a third of those over 65 will also own a smartphone this year. Americans are also spending a lot of time social networking on their smartphones — over 25 minutes a day — and messaging apps are gaining popularity too, with 24% of Americans over the age of 50 now using them. If those stats aren’t enough, our presentation gave more reasons senior living communities can’t and shouldn’t ignore mobile as a digital marketing strategy, and how home care agencies and senior living communities can seize this opportunity.
  • Content Marketing — According to a study by Google and the Corporate Executive Board, potential customers nowadays are nearly 60% through the sales process before even speaking with a sales rep, regardless of price point. They’re researching online and learning as much as they can about their buying options before picking up the phone. To stand out to these customers in a crowded digital environment requires providing valuable, highly relevant content. And the rise of content marketing and the use of social media to amplify that content. We’ll dive deep into this opportunity in our next webinar, “Beyond the Buzzword: The Power of Content Marketing for Senior Care” on Thursday, February 11.
    From recapping social media marketing basics to guiding senior care providers through the most exciting opportunities this year, we covered a lot of ground in this webinar and appreciate the wonderful feedback we received afterward:
  • “This was the best webinar I’ve heard from Relevant, thorough, great presenter! Bravo!”
  • “Content was useful information and conveyed in understandable terms”
  • “Very appropriate, to the point, fresh, thought provoking”
    We hope you’ll enjoy it as well:
      Still have questions? Please do

get in touch

    with our team.
Denise Graab

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